Technical communication impacts many important business issues. This presentation covers these issues and provides ways to start measuring the dollar value we add.
Product instructions: The missing piece of the customer experience webinarSharon Burton
The total customer experience is critical to the success of a company; it relates tightly to customer loyalty and increased sales. Companies with better customer experience see their revenues improve through increased spending from existing customers and reduced customer churn.
Product instructions are part of the Use cycle of the customer experience but how do you know if they are meeting the needs of your customers?
Learn more about:
• What your customers think about your product instructions:
o 95% of your customers are using the product instructions
o 71% of your customers think if the instructions are confusing or incomplete, the overall quality of the product is poor
o 71% of your customers think clear instructions means a company cares about them
• What good product instructions include and why
• 5 signs your product instructions are hurting the customer experience
Product Instructions: The Missing Piece of the Customer Experiencedclsocialmedia
Learn more about:
• What your customers think about your product instructions:
o 95% of your customers are using the product instructions
o 71% of your customers think if the instructions are confusing or incomplete, the overall quality of the product is poor
o 71% of your customers think clear instructions means a company cares about them
• What good product instructions include and why
• 5 signs your product instructions are hurting the customer experience and how to fix it.
Are you thinking of starting your own business? Do you have an idea that you want to turn into a reality? Do you want to be your own boss?
If so, then the Business Start Up Boot Camp is for you! It will cover the initial building blocks of setting up a successful business and will provide support, advice, resources, guidance and mentoring to help you create a commercially viable venture.
Detroit Women's Business Center - Virtual Business Ownership WebinarVictoria M. Parham
Webinar training on Virtual Business Ownership facilitated by Victoria M. Parham for the Detroit Women's Business Center - Mentorship Breakfast Series.
Customer interview presentation at Lean Startup Machine Amman-Jordan.
Describe best practice, what to do, what not, where to find your customers and what to ask them, as part of customer discovery process (Cus_Dev & Lean Startup methodology)
Product instructions: The missing piece of the customer experience webinarSharon Burton
The total customer experience is critical to the success of a company; it relates tightly to customer loyalty and increased sales. Companies with better customer experience see their revenues improve through increased spending from existing customers and reduced customer churn.
Product instructions are part of the Use cycle of the customer experience but how do you know if they are meeting the needs of your customers?
Learn more about:
• What your customers think about your product instructions:
o 95% of your customers are using the product instructions
o 71% of your customers think if the instructions are confusing or incomplete, the overall quality of the product is poor
o 71% of your customers think clear instructions means a company cares about them
• What good product instructions include and why
• 5 signs your product instructions are hurting the customer experience
Product Instructions: The Missing Piece of the Customer Experiencedclsocialmedia
Learn more about:
• What your customers think about your product instructions:
o 95% of your customers are using the product instructions
o 71% of your customers think if the instructions are confusing or incomplete, the overall quality of the product is poor
o 71% of your customers think clear instructions means a company cares about them
• What good product instructions include and why
• 5 signs your product instructions are hurting the customer experience and how to fix it.
Are you thinking of starting your own business? Do you have an idea that you want to turn into a reality? Do you want to be your own boss?
If so, then the Business Start Up Boot Camp is for you! It will cover the initial building blocks of setting up a successful business and will provide support, advice, resources, guidance and mentoring to help you create a commercially viable venture.
Detroit Women's Business Center - Virtual Business Ownership WebinarVictoria M. Parham
Webinar training on Virtual Business Ownership facilitated by Victoria M. Parham for the Detroit Women's Business Center - Mentorship Breakfast Series.
Customer interview presentation at Lean Startup Machine Amman-Jordan.
Describe best practice, what to do, what not, where to find your customers and what to ask them, as part of customer discovery process (Cus_Dev & Lean Startup methodology)
Right from the Start : From Failing Fast to Succeeding Sooner - Alan Albert a...Alan Albert
What if you could truly know - right from the start of every product and feature - exactly what your customers care about most?
Together we'll explore where iterative development works and where it doesn't.
With stories from 25+ years of building products, I'll illustrate how understanding Customer Perception of Value can shortcut your path to success. You'll learn - and get to try out - new ways to discover what your customers will value most and how this insight will help you move every product and feature from failing fast to succeeding fast.
Right from the Start : From Failing Fast to Succeeding Sooner
An Interactive Presentation + Mini-Workshop
Presented by Alan Albert, MarketFit
at ProductCamp Portland, March 7 2020
For All Audiences from beginner to expert
Customer Development: How to Understand, Empathize and Validate Ideas With Yo...Jake Nielson
Based on the ideas popularized by the Lean Startup movement, this presentation provides an overview of the customer development process. Customer development is the process of honing your idea of your ideal customer into a real, referenceable customer known as an Earlyvangelist.
This presentation builds on the ideas of Steve Blank, Marty Cagan and Alex Osterwalder to help product leaders reduce market risk by inexpensively validating ideas in parallel to creating the actual solution.
The second presentation of the Lean AKademy held in Agro-Know to support business development. The presentation was based on the book "The Lean Startup" by Eric Ries and "Running Lean" by Ash Maurya as well as the course on business development from Steve Blank.
21 ноября Боб Дорф - всемирно известный предприниматель, гуру Силиконовой долины и соавтор бестселлера "Стартап: настольная книга основателя", переведенного на 19 языков мира, - провел семинар-практикум в Инновационном центре "Сколково". Он рассказал о методологии «развития клиента» и о том, как создать новую компанию и продукт и успешно вывести его на рынок. Сам Боб Дорф уже вывел 7 компаний на IPO, а свой первый бизнес начал в возрасте 12 лет.
The Hidden ABCs of Product Management: Reveal Your Product Blind SpotsWes Galliher
The tricky thing about blind spots – they’re tough to see! As a product manager you likely make hundreds of decisions each day for your product & team, but are you aware of all the hidden factors and considerations that go into making them?
This presentation focuses on how to identify & account for these blind spots (hint: assumptions are one example). It includes tips & learnings from my experience as a PM on how to avoid the risks involved in ignoring these crucial factors when you & your team make key product decisions.
Des Traynor speaking at WebSummit 2018. We spend a lot of time talking about how companies can get to the point where their product resonates in the market. But this is not the only thing that matters.
Customer experience and product instructionsSharon Burton
Product instructions are part of the Use cycle of the customer experience but how do you know if they are meeting the needs of your customers?
How do you know if your product instructions are meeting your customers needs?
Right from the Start : From Failing Fast to Succeeding Sooner - Alan Albert a...Alan Albert
What if you could truly know - right from the start of every product and feature - exactly what your customers care about most?
Together we'll explore where iterative development works and where it doesn't.
With stories from 25+ years of building products, I'll illustrate how understanding Customer Perception of Value can shortcut your path to success. You'll learn - and get to try out - new ways to discover what your customers will value most and how this insight will help you move every product and feature from failing fast to succeeding fast.
Right from the Start : From Failing Fast to Succeeding Sooner
An Interactive Presentation + Mini-Workshop
Presented by Alan Albert, MarketFit
at ProductCamp Portland, March 7 2020
For All Audiences from beginner to expert
Customer Development: How to Understand, Empathize and Validate Ideas With Yo...Jake Nielson
Based on the ideas popularized by the Lean Startup movement, this presentation provides an overview of the customer development process. Customer development is the process of honing your idea of your ideal customer into a real, referenceable customer known as an Earlyvangelist.
This presentation builds on the ideas of Steve Blank, Marty Cagan and Alex Osterwalder to help product leaders reduce market risk by inexpensively validating ideas in parallel to creating the actual solution.
The second presentation of the Lean AKademy held in Agro-Know to support business development. The presentation was based on the book "The Lean Startup" by Eric Ries and "Running Lean" by Ash Maurya as well as the course on business development from Steve Blank.
21 ноября Боб Дорф - всемирно известный предприниматель, гуру Силиконовой долины и соавтор бестселлера "Стартап: настольная книга основателя", переведенного на 19 языков мира, - провел семинар-практикум в Инновационном центре "Сколково". Он рассказал о методологии «развития клиента» и о том, как создать новую компанию и продукт и успешно вывести его на рынок. Сам Боб Дорф уже вывел 7 компаний на IPO, а свой первый бизнес начал в возрасте 12 лет.
The Hidden ABCs of Product Management: Reveal Your Product Blind SpotsWes Galliher
The tricky thing about blind spots – they’re tough to see! As a product manager you likely make hundreds of decisions each day for your product & team, but are you aware of all the hidden factors and considerations that go into making them?
This presentation focuses on how to identify & account for these blind spots (hint: assumptions are one example). It includes tips & learnings from my experience as a PM on how to avoid the risks involved in ignoring these crucial factors when you & your team make key product decisions.
Des Traynor speaking at WebSummit 2018. We spend a lot of time talking about how companies can get to the point where their product resonates in the market. But this is not the only thing that matters.
Customer experience and product instructionsSharon Burton
Product instructions are part of the Use cycle of the customer experience but how do you know if they are meeting the needs of your customers?
How do you know if your product instructions are meeting your customers needs?
Design Thinking for Product Development by Amazon Sr PMProduct School
Main takeaways:
-What is Design Thinking for Product Development
-Why Design Thinking is core to Customer Centricity
-How to incorporate Design Thinking in Product Development
Omnichannel is a buzz word, but it is all about understanding our customers. This presentation is about how retail to prepare their business to embrace these changes.
I presented this on Customer Journey event (sponsored by ICUBE and MAgento) as well as at Microsoft eCommerce event in Jakarta Indonesia.
10 reasons why people don't buy from you and what to do about it details 5 common sales and top 5 marketing errors made by businesses when reaching out to win new business and was used at a keynote speech during a recent North East Expo
TiE Sales Masterclass - Guerrilla WarfareTiE Bangalore
Guerrilla Warfare: the art & science of early-stage selling in the B2B world, by our Charter Member Rajiv Raghunandan (Managing Partner, seedX & Arali Ventures)
"Finding your Sweet Spot: The importance of Lead Qualification" by T. HeinkensTheFamily
Qualifying is all about gathering insights necessary to make a good judgment.
Should you sell to a given prospect? What is the best course of action to close a deal? Is this prospect a good fit for your offer? Is it a viable sales opportunity?
Only after you've qualified someone can you really know whether it's worth to invest your time and effort into trying to sell to this prospect.
During this 45 min. Workshop, Thibault will give you the 7 steps to efficiently qualify your leads and improve your sales startegy.
Succeeding with Customer Advisory Boards - Jim Berets (ProductCamp Boston 2015)ProductCamp Boston
A well-run Customer Advisory Board (CAB) generates information that helps run the business as well as building good will for a company, but CABs can be intimidating. They enable dialog between a company and its customers, and product managers frequently take on the role of organizers, participants, and beneficiaries. CABs provide a forum for input on strategy and roadmaps, encourage customers to air their feedback and experiences, facilitate information-sharing amongst customers, and can lead to new business. CABs differ from user groups in that they are smaller, typically by-invitation-only, and usually engage customers at a strategic rather than tactical level.
In this session we will have a facilitated discussion on the planning and execution of a successful, substantive CAB, as well as some of the issues that can arise and how to address them.
About Jim Berets
At Black Duck Software, where he was VP of Product Management, Jim Berets planned and ran more than a dozen sessions of the company’s North American and European Customer Advisory Boards, engaging more than 40 of the company’s clients at a senior-level. Jim has advised a number of companies on developing or improving their Customer Advisory Boards, and co-led a discussion on the topic at the Boston Product Management Association’s Product Executives Forum.
In my talk at the 2017 LAUNCH SCALE conference in San Francisco, I discuss how to get inside your buyer's head to increase funnel conversion rates. In the talk, I cover:
- How to design and build a buyer-centric sales funnel that has low CAC and fast sales cycles.
- How to figure out why your sales funnel isn't working as well as it could be, and how to fix it.
- How to understand the way buyers react to your funnel, and how to use that knowledge to increase funnel conversion rates.
The Importance of Sales and Relationship Management in any BusinessXavier Jenkins
Sales and Relationship Management
Sales is part of every job today, internal and external. This curriculum will orient you on sales and relationship management, a very important aspect of business – one that going forward, will help you in your career. This serves as an introduction to sales, relationship management and the importance of both in banking and services.
Instructor: Xavier Jenkins
Hours: 3.0
Level: Core
Type: Online Video Course
Live Discussion: Yes
Language: ENG
How Loyal Are Your Customers? - webinarG&A Partners
The challenge for the 21st century is moving beyond customer satisfaction. Suzanne Chambers discusses how to use customer service to your advantage during an economic downturn, improving the ways you speak to your customers, and meeting and exceeding customer expectations.
How to support your customers painlessly (for you and them) - Denver Startup...Joanne Webb
Presented at Denver Startup Week - 2014
http://www.denverstartupweek.org/schedule/400-how-to-support-your-customers-painlessly-for-you-and-them
A good experience can win you incredibly loyal customers. Your awesome product is the biggest part of that, but helping people find the answers they need, managing feedback and responding to issues well, is vital. Every customer contact can provide you with great information, and finding out what people are looking for can be an invaluable guide for product decisions. But all those conversations can get overwhelming, especially for small teams. To get gain over pain, we'll run
through straightforward, scalable ways to look after and learn from your customers, without it becoming a black hole of effort.
So who is this "we"?
Anyone who's startup either:
- Hasn't tackled providing support yet
- Would like a few tips for making support easier
- Wants to hear how good support gives back, in all kinds of ways
and Joanne Webb who looks after Support & QA for the Tracker team at Pivotal Labs.
The First 2 Steps to the Epiphany: Customer Discovery, Customer Validation an...Jason Evanish
An outline of the key parts of the first two steps of Steve Blank's Four Steps to the Epiphany as well as how to do customer development interviews.
I'm writing a book on How to Build Customer Driven Products based on tactics like the ones in this presentation. You can sign up to learn more here: http://eepurl.com/RZoO9
Similar to The Power of Technical Communication: How and Where We Impact the Bottom Line (20)
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
2. Thank you for attending!
▪ Sharon Burton
▪ I solve post-sales customer experience problems
▪ Research how people feel about product instructions
▪ Support clients in creating better product instructions
▪ And fixing the workflow
▪ Teach communication at various universities
▪ These slides will go up on SlideShare tomorrow
▪ sharon@sharonburton.com
▪ Twitter: sharonburton
3. Where is the data from?
▪ I’m pulling data from different places
▪ Including my own work
▪ I have references at the end for you
5. Technical Documentation
No one reads the
product
instructions
Customers will
just call support
anyway
A Good ProductTM
doesn’t need docs
▪ We fought to be in engineering
▪ They didn’t think of us as part of
the product
▪ Often, no one knows how docs
get done
▪ No one told us about
upcoming projects
6. Technical Documentation
Can this look
prettier?
We can’t tell them
that
Why won’t a
brochure be
enough?
▪ We moved to Marketing
▪ They didn’t think of us as part of
the product or the marketing
collateral
▪ Often, no one knows how docs
get done
▪ No one told us about
upcoming projects
8. Content is king
And Queen
And the whole
royal court
▪ Marketing has discovered
content
▪ Customers want content
▪ We have that
▪ We have lots of that
▪ How do we connect what we
do to what the company
needs?
10. Sales funnel
▪ The way sales come into
your company
▪ Marketing gets the top
of the funnel
▪ Sales gets the bottom
▪ Your sales people live
and die here
▪ Product instructions are
being used by sales as
tools
Leads
Customers
(conversion)
11. Sales funnel
IBM: Product
content affected
purchase decision
89%
▪ Make product instructions
available to people in the sales
funnel
▪ Shows
▪ How the product works
▪ How easy the product is to use
▪ General perception of
“suitability of purpose”
▪ Impacts the CAC
12. Getting customers is expensive
It costs 6–7 times
more to acquire a
new customer
than retain an
existing one –
Bain & Company
▪ CustomerAcquisition
Cost (CAC) is the cost of
convincing people to buy your
product or service
▪ Basically, it’s the total cost of
sales and marketing divided by
the # of customers you got
▪ B2C is typically less, B2B is
typically more
13. Sales cycle
▪ B2C
▪ Household decisions
▪ Consumer products
▪ Often short
▪ Commodities
▪ Big ticket items
▪ Longer
▪ Cars
▪ Low risk
▪ B2B
▪ Business decisions
▪ Solve business
problems
▪ Long, often several
years
▪ More specialized
▪ Very big ticket items
▪ High risk
14. Tie us to the sales cycle
Find out where
your docs are
being used
▪ How many times are docs
involved in a sale?
▪ What is the average sale?
▪ Ask the customer if the docs
influenced and how much?
16. Keeping customers
A 5% increase in
customer
retention can
increase
profitability by
75% —
Bain andCo
▪ Customer churn is customers
leaving from the back door as
you welcome new ones in the
front door
▪ Customer churn is one of the
most expensive things you can
have
▪ An entire industry exists to
analyze churn
20. Return rate
Returns have
increased 21
percent since
2007, according to
an Accenture
research report
(Dec 2011)
▪ 5% of returns are related to
actual product defects
▪ 27% reflect “buyer’s remorse”
▪ 68% of returned products are
“NoTrouble Found”
22. Customer LifetimeValue (CLV)
The probability of
selling to an
existing customer
is 60 – 70%.The
probability of
selling to a new
prospect is 5-20%
—Marketing
Metrics
▪ Existing customers are already
engaged with your products or
services
▪ They have a lower cost to keep
▪ They should buy more stuff
▪ Higher monetary value to the
business
23. Clear instructions and lifetime value
IBM: Clear
instructions add
to the product
quality
97%
▪ Increased perception of
product quality
▪ If this is good, more of this is also
good
▪ Who wants to buy low quality
products?
▪ Who can afford that?
24. Reduce confidence in the product
About 24% report
they don’t feel
confident about
the product
1 in 4
25. Out of box experience (OOB)
The averageU.S.
consumer spends
20 minutes trying
to make a device
work before giving
up and returning it
to the seller—
2006 study by
Dutch scientist
Elke den Ouden
▪ The feelings when you open
the box
▪ Printers have set up docs right
there
▪ Apple product are pretty
▪ Can reduce customer support
▪ Give people that feeling of
competence
▪ Or totally destroy it with bad
instructions
28. Customer experience
81% of companies
…delivering
customer experience
excellence are
outperforming their
competitors —
Peppers and
Rogers, 2009
Customer
Experience Maturity
Monitor
▪ Customer experience is the
outcome of all of the touch
points that your customer has
with your organization *
▪ The perception that customers
have across all of their
interactions with your
organization *
▪ It’s a customer-centric view of
your company from every
touch point
* From Customer Experience Overview, 2011, BruceTempkin
and Jeanne Bliss
29. Customer experience is a big deal
Product
instructions are a
critical part of the
customer
experience. If
customers can’t
use the product, it
impacts the
bottom line —
Sharon Burton
▪ Product instructions are the
central to the post-sales
customer experience
▪ Technical communication is a
subset of customer experience
▪ We have so much in common
▪ Tech comm is concerned with
the post-sales part
30. Customer Journey
The process a
customer goes
through while
interacting with
your company
Only the customer
knows if it was
good or not
▪ Typically though of in column
phases, for example
▪ Awareness
▪ Interest
▪ Desire
▪ Action
▪ Can have customer rows
▪ Activity
▪ Motivations
▪ Questions
▪ Barriers
31. Activity • Setup
• Install
• Create first thing
• Save
• Output
Motivations • Get started with
product
• Feel confident about
feeling confident
• Every day use/work
• Make life easier
• Not feel dumb
• Feel confident
• Just tell me
• Not get in trouble
• Feel confident and
ready to explore
• Ready for details and
concepts
• Make use/work easier
Questions • How do I?
• What do I need?
• Why won't it…?
• Now what?
• How do I…?
• The previous product
did…?
• Why is…so hard?
• Where did I see…?
• Surely this must…?
• Why did… happen?
• How do I undo that?
• Can I?
• Remind me how I…?
• If…, then…?
• Why do…this way?
• Is there a better way
to do…?
• Why did… happen?
• How do I undo that?
Barriers • Wrong information
format
• Wrong domain of
knowledge
• Not enough/too much
information
• Bad or wrong
information
• No information
• Lots of words or
videos
• Many different
sources
• Poor keywords for
search
• Wrong vocabulary
• Information simply
not available in docs
• Don't know the right
special words to
search
• Multiple sources of
content
Customer
journey
Out of Box Experience
(OOBE)
moved thru quickly
Common/basic tasks Common advanced or
common infrequent
tasks
PowerUser tasks
32. Activity • Setup
• Install
• Create first thing
• Save
• Output
Motivations • Get started with
product
• Feel confident about
feeling confident
• Every day use/work
• Make life easier
• Not feel dumb
• Feel confident
• Just tell me
• Not get in trouble
• Feel confident and
ready to explore
• Ready for details and
concepts
• Make use/work easier
Questions • How do I?
• What do I need?
• Why won't it…?
• Now what?
• How do I…?
• The previous product
did…?
• Why is…so hard?
• Where did I see…?
• Surely this must…?
• Why did… happen?
• How do I undo that?
• Can I?
• Remind me how I…?
• If…, then…?
• Why do…this way?
• Is there a better way
to do…?
• Why did… happen?
• How do I undo that?
Barriers • Wrong information
format
• Wrong domain of
knowledge
• Not enough/too much
information
• Bad or wrong
information
• No information
• Lots of words or
videos
• Many different
sources
• Poor keywords for
search
• Wrong vocabulary
• Information simply
not available in docs
• Don't know the right
special words to
search
• Multiple sources of
content
Customer
journey
Out of Box Experience
(OOBE)
moved thru quickly
Common/basic tasks Common advanced or
common infrequent
tasks
PowerUser tasks
~67% of your
customers
live here
33. Touchpoints
The places where
a customer
interacts with
your company in
some manner
during the
customer journey
Attended and
unattended
▪ Touchpoints include:
▪ Letters
▪ Knowledgebase
▪ Support
▪ Website
▪ Product content
▪ Exposes internal processes
▪ Attended vs unattended
34. Attended vs unattended
touchpoints
Customers
develop their
feelings about us
through their
interactions with
us – the
touchpoints
▪ Attended
▪ We can monitor what the
customer is doing/how they are
interacting with us and have the
opportunity to guide that
touchpoint experience.
▪ Unattended
▪ We can’t monitor to know what
the customer is doing and we
have no way to guide that
touchpoint experience should it
go poorly.
35. Most of our content is unattended
We often throw
something over
the wall and hope
for the best
▪ We need data for unattended
touchpoints
▪ Google Analytics
▪ Website
▪ Product instructions
▪ Other tools help here, too
▪ Might also be good to allow
ratings and comments
36. Customer ecosystem
The entire system
the customer is
involved in during
a journey
Including internal
stuff the customer
never sees
▪ Nothing happens in a vacuum
▪ Customer touchpoints are the
tips of icebergs
▪ Processes internal to your
company “bubble up” to
touchpoints
▪ Often, entire groups have no
idea of their customer impact
37. Customer ecosystems
Mapping out a
journey to an
ecosystem
potentially
identifies
unknown
customer impact
▪ Sort of like root cause analysis
▪ But deeper and more
systematic
▪ Allows people to see groups
who have customer impact
several levels up from where
they are making decisions
▪ These groups may be very happy
with how they’re doing
▪ But the customer isn’t
38. What does this mean for our
content?
▪ In most companies, we don’t
really know how content gets
created and distributed
▪ Or what is involved in that
creation or distribution
▪ And what barriers that may
create for our customers
▪ We need to know this
▪ We need the ecosystem
mapped out to show our
integration
We may be
delighted with our
content
Our customer may
not be delighted
The customer
wins
40. Customer Satisfaction Survey
Your company
cares deeply
about what the
customers think
Get docs in there
▪ Your company probably has a
Customer Experience program
▪ May be called the “Voice of the
Customer”
▪ Find them
▪ Bring them chocolates
▪ Annual survey
▪ Get a few questions on that
▪ About the value of the docs
▪ Don’t ask if it’s all spelled
correctly or if the grammar is
good
41. Net Promoter Score (NPS)
“How likely is it
that you would
recommend
[company
name/product/
service] to a friend
or colleague?”
▪ Intended behavior metric
▪ Scale 0 to 10
▪ Associates loyalty to future
behavior
Group Score Feelings
Promoters 9 or 10 Loyal
Passives 7 or 8 Generally
satisfied
Detractors 0 to 6 Unhappy
42. Calculate your NPS
% of Promoters - %
of Detractors =
NPS
Often expressed as
a number, such as
6.35
Can be a negative
number, which is
very bad
▪ Happy customers have
▪ Higher lifetime value
▪ Lower churn rate
▪ Lower return rate
▪ Cheaper to sell to
▪ A good follow up to the NPS
question is
▪ “Why?”
43. Can we use this elsewhere?
“How likely is it
that you would
recommend our
instructions [or
content] to a
friend or
colleague?”
▪ Measure the intended
behavior for your content
▪ Use the same scale and
measurements as the rest of
the NPS
▪ If your content isn’t as high (or
is higher) as the rest of your
NPS
▪ That’s something to look at
44. Customer Effort Score (CES)
"How much effort
did your request/
purchase/etc
take?“
“How much effort
did finding the
right information
take?”
▪ Customer Effort Score
▪ How hard is it to do business
with a company
▪ People don’t like doing business
when it’s hard
▪ Increased churn rate
▪ PDFs on a website
▪ Hard
▪ Scale of 1 (very easy) to 5
(giant effort)
45. Resources
Some resources to
start making the
case for your
environment
▪ Customer Journey maps
http://bit.ly/18ioSuH
http://bit.ly/1B5koC3
▪ Sharon Burton
http://bit.ly/1NdeAga
▪ Webworks
http://bit.ly/1wRXKZX
▪ I can’t release the IBM data
▪ I know. I’m bummed, too.